Research summary · Field experiment · 2001
Should scent and music match? A field experiment on arousal in a store
In a field experiment that varied both scent and music in a store, shoppers rated the environment more positively, showed more approach and impulse buying, and were more satisfied when the scent and the music matched in how relaxing or energising they were than when the two were at odds.
Reviewed by Simon Faure-Field · 7 October 2026 · Based on the published abstract
At a glance
Key findings
- 3 × 3design: no music, slow or fast music, crossed with no scent, a relaxing scent or an energising scent.
- Higherapproach behaviour and impulse buying when scent and music matched in arousal than when they clashed.
- HolisticThe same scent worked better or worse depending on the music playing with it.
The study
Citation and study details
Citation: Mattila, A. S., & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of Retailing, 77, 273–289.
Read the abstract: Pennsylvania State University research portal
- Study typeField experimentPeer-reviewed
- Design3 × 3: music by scentSample size not stated in the abstract
- SettingA working retail storeReal shoppers
- Evidence gradeA: direct field evidenceEvaluations, impulse buying, satisfaction
Method
What the researchers did
The researchers varied both music and scent in a working store, creating nine combinations.
Anna Mattila of Pennsylvania State University and Jochen Wirtz of the National University of Singapore argued that shoppers do not respond to each element of a store separately, but perceive the environment as a whole. They proposed that one dimension along which people judge that whole is arousal: how calming or stimulating each element feels.
To test this, they ran a field experiment with a 3 × 3 design. Music had three conditions: none, pleasant slow (low-arousal) music, and pleasant fast (high-arousal) music. Scent also had three: none, a pleasant low-arousal scent and a pleasant high-arousal scent. Secondary accounts of the study identify the scents as lavender (relaxing) and grapefruit (energising).
Results
What they found
When scent and music matched in arousal, shoppers rated the store more positively, bought more on impulse and were more satisfied.
Compared with combinations in which the two cues were at odds, matched combinations led shoppers to rate the environment significantly more positively.
Shoppers also showed more approach behaviour, such as willingness to stay and explore, and more impulse buying.
Satisfaction with the shopping experience was higher when the cues matched.
Limitations
Limitations
A single field setting, and this summary is based on the abstract.
The study took place in one store, with one pair of scents and one pair of music styles, so the specific combinations may not transfer to every setting.
This summary is based on the published abstract and secondary accounts. We have not yet reviewed the full paper, so sample sizes and effect sizes are not reported here.
A note on the evidence
How strong is this evidence?
Well supported by later research.
The principle that scent and music should match has held up. The 2020 meta-analysis of 64 studies found that clashing music reduced the effect of ambient scent, and recommended matching the two on how arousing they are. A 2016 study using other combinations of in-store stimuli found the same pattern.
For commercial spaces
What it means for commercial spaces
Scent and music should be chosen together, not on separate briefs. A calming scent belongs with slower, quieter music, as in a spa, a clinic waiting room or a hotel lounge; an energising citrus scent fits better with upbeat music, as in a gym or a busy retail floor. Changing the music without reviewing the scent, or the reverse, can undo the benefit of both.
Scent Swirl supplies ambient scenting for retail spaces. See how scenting works in retail →
How to cite this summary
Scent Swirl. (2026). Summary of Mattila & Wirtz (2001), Congruency of scent and music as a driver of in-store evaluations and behavior. Scent Research Library. https://scentswirl.com/research/mattila-wirtz-2001-scent-music-congruency/ (last reviewed 7 October 2026 by Simon Faure-Field).
This summary is based on the published abstract and the other sources named on this page. We have not yet reviewed the full paper. If you spot an error or know of a study we should add, we would like to hear from you.
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